Mexican states forge ties for joint promotional campaign

Six of Mexico’s 32 states joined hands in a tourist alliance to promote a package dubbed In the Heart of Mexico. This makeshift merger will zero in on the states of Hidalgo, Guerrero, Morelos, Tlaxcala, Mexico and the Federal District.

According to authorities from the country’s Tourism Department (SECTUR is the acronym in Spanish), this is nothing but an effort to buttress a common tourist region rather than focusing on isolated advertisement efforts.

Fernanda Anaya Gomez, SECTUR Undersecretary for the state of Guerrero, noted the six states are working together to showcase themselves as a region, not as isolated territories.

The goal behind this effort –she said- is to portray a mosaic of history, culture and traditions, plus the possibility of forging beaches in Guerrero with estate farms in Tlaxcala, and the bullfighting trail together with the mountain trail in the state of Hidalgo.

This program, though, is all but new because it’s been in force over the last three years. The point is –Mrs. Gomez explained- that the initiative is now getting a big boost.

For Mrs. Gomez, the In the Heart of Mexico promotional strategy stands for one of the best-combined programs ever launched by the country’s Tourism Department with an international scope of sorts.

The initiative has grabbed some media hype in Chicago and authorities expect to mount a related stand at oncoming International Tourism Fair (FITUR) in Spain